DANGYITIAO1WANKUAICHENGBENDEDOUYINGUANGGAO“BAO”LE,TICHENGKEGAODA150WAN。DANGAOBAOKUANYESHIYIMENXUANXUE。
文 | 静婷
封面来源 | IC photo
「LAOSILAISI」NEITIAOGUANGGAOZAIDOUYINLIBAOLE!
「LAOSILAISI」SHIDOUYINLIYITIAOGUANGGAODEDAICHENG。ZHEIZHIGUANGGAOYIYILIANGHEISELAOSILAISIDECHEBIAOKAITOU,JIEZHEYIGEBEILANSESHUBAODEXIAONVHAIQICHONGCHONGDIMAISHANGZHEILIANGLAOSILAISI,DUITASHENBIANSHENZHEHEIXIZHUANGDENVZONGCAIHANDAO:“HENG!DOUGUAINI,JIUZHIDAOMANGGONGZUO!MEIJIWOBAOSHANGXXXXDETEXUNBAN,XIANZAIBAOBUSHANGMINGLE!”
NVZONGCAIERLANGTUIYIQIAO,BATOUZHUANXIANGCHUANGBIANDUNANG:“SHEIZHIDAOZHEIGEKEZHEIMEBIANYI,HAIZHENYOUQINGHUABEIDADELAOSHISHOUKEA......”ZAIMUNVERRENYI“CHAOJIA”DEXINGSHIJIESHAOWANPINPAIYOUSHIHOU,PANGBIANDENANZHULIDANGJIBANGZONGCAIZHONGXINQIANGDAOLEBAOMINGMINGE,BINGDINGZHUZHENGZAIKANZHEIZHISHIPINDEYONGHU:“DIANJISHIPINXIAFANGDELIANJIE,JIUKEYIBAOMINGLE。”
ZHEIZHIGUANGGAO「BAO」LE——YIZHIGUANGGAOZHIJIEJIPINPAISHANGDAILAILECHAOGUO 20 WANGEKECHENGDINGDAN,ZONGJIZAIGUANGGAOXITONGLIDEXIAOHAO(HUAQIAN)CHAOGUO 3000 WAN。
按照头部代理商 5% 以上的返点率来算,这一支信息流广告,至少给生产这支视频的广告公司赚了 150 万。而请演员、租车的费用平摊到多组片子上,这支广告的成本不到 1 万元——这是超过 150 倍的回报率。
马上去复制这条爆款!
KANDAOZHEIZHIBAOKUANDEDANGTIAN,XINXILIUGUANGGAOXINGYEDEZHIPIANRENMEN,LIKEZUODETONGYIJIANSHISHI:LIANXIZHEIZHISHIPINLIDENVZONGCAI、NANZHULIHEXIAONVHAIQUYAODANGQI,TONGSHIZHAOQUDAOZUHAOCHE,“RUGUOZUIHOUZHAOBUDAOZHEIZHIPIANZILIDESANGEYANYUAN,NEIJIUZHAODAOQIZHIXIANGSIDEYANYUANSHANG!”
LAOSILAISIGUANGGAOJIETU
“NEIYIZHOUBANGEPENGYOUQUANDOUZAIZHAOTAMEN”,JUNJUNSHIZHANGSHANGWUXIANDEXINXILIUYEWUFUZEREN,ZAITAFAWANZHAOSANGEZHUYANDEPENGYOUQUANZHIHOU,SHOUDAODELIUYANZUIDUODESHI「ZHAODAOZHIHOUYEGAOSUWOYIXIAXIEXIE」。
ZHEIZHISHIPINLIZHULIDEBANYANZHE「YICHEN」XIANG36KEHUIYIDAO:「DANGTIANDEWEIXINBEIJIABAOLE,YOUSHANGBAIGERENJIATA,WENTAZUIJINYIZHOUHAIYOUMEIYOUDANGQI」。YOUXIERENZHAOBUDAOTADEWEIXIN,JIUJITADUONIANMEIGENGXINGUODEWEIBOLIUYAN:「WOSHIXXXGONGSIDEZHIPIANREN,XIANGGENNIYOUGEHEZUO」。
BUDAO 48 GEXIAOSHI,SHANGBAITIAOXIANGSIDESHIPINCHUXIANZAIDOUYINGUANGGAODEHOUTAILI:QUANDOUPEIZHILEHAOCHE:FALALI、BAOSHIJIE、LANBONIJI,RANHOUSHANGYANZONGCAIQIANGKEDEQINGJIE。GENGYOUSHENZHE,ZHAOLAILEZHISHENGJIHEYOULUNZUOBEIJING——MEIGERENDOUXIANGZAIZUIDUANDESHIJIANLI,CHONGJICHUYIGEBAOKUANGUANGGAO。
FANPAIGUANGGAOJIETU
ZHEISHIBANSUIDOUYINXINGQIDESHIPINGUANGGAOSHICHANG。2017 NIANZHIQIAN,XINXILIUGUANGGAOYITUWENWEIZHU,NEIRONGYIWANGJIZHI,SUIRANYENENGGOUJIESHIQINGCHUMAIDIAN,DANYUANYUANBURUDUANSHIPINXIAOGUOHAO——DUANSHIPINNENGGOUBACHANPINCHANGJINGHUA、XIAOGUOJUXIANGHUA,TONGSHIYONGCHENJIN、LITIDEJUQINGCIJIYONGHUXIANGXINBINGZHUANHUA。
所以相比于效果平稳的图文广告,视频形式更容易产生爆款,催生一支视频带来数十万订单的“拉新神话”。
YITIDAODOUYIN,DAJIAZHIDAOIP「QINGDAODAYI」、YEJIDEDAIHUODE「LUOWANGYU」,QUEBUHUIJIDEZIJIKANGUONAYIZHIGUANGGAO,SHENZHIHENDUOYONGHUYOUSHIHOUDOUYISHIBUDAOZHEIZHISHIGUANGGAO。BIRULAOSILAISIZHEITIAOGUANGGAOLI,HENDUOYONGHUBEIQINGJIEDAIRU、ZAIXIAMIANLIUYAN:“NIZHENGZHEIMEDUOQIAN,ZENMEJIUBUNENGJIHAIZIBAOGEKE!”
这个最容易被用户忽略的领域,正是抖音里变现最快的掘金之地。
ZAIZHEIKUAIJINKUANGDEHONGLIQISHI,YOUCONGYEZHEBATACHENGZHIWEI“JIANQIAN”:YIGE4RENDEXIAOTUANDUINENGQINGSONGMEITIANJINZHANGJIWANKUAI,CAOGENTUANDUIYENENGZUODAOBAIWANDESHOURU。YIWEICONGYEZHECENGJINGZHEIYANGXINGRONG:CONGDAZHONGRENZHIDECHANYEBISHILIANSHANGKAN,SIHUSHI“WANGJU>WANGZONG>PINPAIGUANGGAO>DUANSHIPINGUANGGAO”,DANSHUBUZHI,ZHENGQIANDELUOJISHIFANGUOLAIDE,XINXILIUGUANGGAOCAISHIQIZHONGZUIZHENGQIANDEXINGYE。
TADEMENJIANBIZAOIPGENGDI:“BUXUYAOHUASANGEYUEQUYANGIP、JILEIBAIWANFENSICAINENGJIESHANGDAN、YEBUXUYAODANXINIPDESHENGMINGZHOUQIZHIYOUJIGEYUE。YIGECHUANGYILIKEQUPAIJIUKEYI,GUANGGAOHOUTAIDEZHANGHUZHIJIENENGFANKUICHUNIZHEITIAOSHIPINNENGTIDUOSHAOQIAN,YITIAOSHIPINQILIANGYUEDA,ZHENGDEYUEDUO。”
DANTONGSHI,ZAIGUANGGAOHEZHENGCHANGNEIRONGSHITONGYIWEIZHI、TONGYIXINGSHIDEQIANTIXIA,DUIGUANGGAONEIRONGDEYAOQIUZEJIGAO,YINWEIYONGHUSUISHINENGHUAZOU。
ZAIZHEIGESHICHANGLI,JUEDADUOSHUGUANGGAOYINWEIWUFADAILAIZHUANHUA、ZAIDOUYINXIAOFANWEILIULIANGCHILICESHIHOUJIUHUIBEISUANFALIKEFANGQI,NABUDAOGENGDUODELIULIANG、YEJIHUDAIBULAISHENMEHUIBAO——ZHEIZHIGUANGGAOFEIDIAOLE,ZHEILEIGUANGGAOZHANLEDAPANDE99%。ERDUIYUZHUANHUALVGAODEGUANGGAO,GUANGGAOZHUJIUHUIQINGXIEYUSUAN,ZHONGDIANTOUFANG,ZHIDAOTAJINRUSHUAITUIQI。
“这是抖音里竞争最激烈、效果最难测的领域”。一位信息流广告的头部代理商这么对36氪形容。
疯狂运转的广告机器
很少有内容行业,像信息流广告行业一样把创作速度做成“批发”式生产。在这个行业里,一组编导一个月常常要生产上百条视频,每条视频从生产到上线都在 48 小时内。而其中大部分内容,会在两周之内被算法淘汰掉,不再有任何曝光的机会。
「LAOSILAISI」NEITIAOGUANGGAOCONGCHUANGYIDAOTOUFANG,ZHIYONGLE 21 GEXIAOSHI。
ZHIDAOZHIPIANRENZAIHUNQINGGONGSIDINGLECHE、XIAWUJIUYAOPAISHEHOU,BIANDAOSHANGWUYIKOUQIXIELELIUZUYILAOSILAISIWEIZHUTIDEJUBEN,ZHONGWUBIANDAO、SHEXIANG、YANYUAN、CHEQUANJIUWEIKAIPAI;LIUZUSHIPINPAIWANHOU,XIAWU 6 DIANSHEXIANGSHISHENFENQIEHUANCHENGJIANJISHIHUIJIAJIANPIAN,GAILE 3 BANHOUDANGWANQUERENHAONEIRONG;DIERTIANYIZAO,LAOSILAISIWEIZHUTIDELIUZUSUCAIKAISHIZAIDOUYINLITOUFANG。
SUCAITOUCHUQUDENEIGEZAOSHANG,「LAOSILAISI」DESHEXIANGSHIHEYANYUANYICHENZHANGYUANYUANDADU:“GANJUEZULAOSILAISIDEQIANYAOZHENGHUILAILE”。DANGTIANZHONGWU,ZHEITIAOSHIPINYIJINGXIAOHAOLEJIBAIWANRENMINBI;BUDAO 15 TIAN,ZHEITIAOSHIPINZAIDOUYINHOUTAIXIAOHAOLE 3000 WANDEJINE——ZHEISHIHANJIANDEDABAOKUAN。
ZHEIZHI「LAOSILAISI」ZAIDOUYINHOUTAIDABAIWUSHUQITAGUANGGAO、YUANYUANBUDUANDEZHUANHUAYONGHUDETONGSHI,ZHEIYIZUBIANDAOZHENGGANZAIQUBADALINGJICHANGDELUSHANG,JINTIANZHEIGEBIANDAOXIAOZUYAOPAIYIZHISHENGJIWEICHANGJINGDELINGYIZUPIANZI。LAOSILAISIBAOLE,ZHEIZUFEIJIDECHUPIANSUDUJIUBIXUGENGKUAI。
“YIZUPIANZIBAOLE,HENKUAIJIUHUIYOUJIBAITIAOXIANGSIDEGUANGGAOCHUXIAN。YINWEINIDEJIAOBEN、JINGTOU、CHANGJING、QINGJIEQUANYIJINGQUANDOUBAOLULE,FANPAIDECHENGBENHENDIDE,SHENZHIDUIFANGKEYIZHIJIEQINGDAOTONGYANGDEYANYUANLAIFANPAI,YINWEIQUANZIJIUZHEIMEDA,ERQIEHAOCHEDEBAOLEDAJIAYENENGXIANGDAOQUZHAOFEIJI、ZHAOYOULUNZUOCHUXIYINRENDECHANGJING。”JUNJUNDUI36KEJIESHIDAO。
HAOCHE、JICHANG、GAOERFUQIUCHANG、MACHANG、GUZHUANG,BIANDAOZUJIHUSHIMEITIANYIGECHANGJINGWANGQIANGAN。ZAIZHEIGEXINGYELI,YIZUBIANDAOYITIANYAOPAI、JIANCHU 5 - 10 GEWANZHENGDEZUOPIN,ERYANYUANYITIANZEYAOPAIZHISHAO 20 TIAOGUANGGAO。
YANYUANYICHENHAIJIDE,ZUIDUODEYITIAN,TAZAI 8 GEXIAOSHINEIPAISHELE 40 TIAOGUANGGAO,YITIAOJIUSHIWANZHENGDEYIZHIDEGUANGGAO。NEISHIZAI「LAOSILAISI」BAOLEZHIHOU,YICHENYOUBAOLELIANGTIAOQIANWANLIANGJIDEDANRENKOUBOGUANGGAO,YINWEIYOUDUOGEBAOKUANANLICHENGLEXINXILIUXINGYEDETOUBUYANYUAN。
ZAIZHEIGEXINGYELI,YANYUANSHIANTIANQIANGONGZUOYUE、LIUTONGZAIGEGEGUANGGAOGONGSIZHIJIANDE。DUIYUDADUOSHUZHUIQIUBAOLIANGDEGONGSILAISHUO,XUANZEBAOLIANGYANYUANYIWEIZHEGENGQIANGDEQUEDINGXING。BUDAOLIANGGEYUE,YICHENPAISHEDEJIAGEZHANGDAOLE 6000 YUAN/8XIAOSHIPAISHE——ZHEISHIDOUYINGUANGGAOYANYUANDEFENGDINGJIA,JIRANYIZHEIGEJIAGEQINGLEYICHEN,DADUOSHUBIANDAOZUHUIXUANZE“ZHAGANTADEMEIYIFENZHONG”。
“NEITIANBIANDAOBAOLE 40 ZUJUBENGUOLAI,DOUSHIQIANYITIANGANGXIEWANDE,A4ZHIDAYINCHULAI 40 TIAOJUBENLUOZAIYIQIYOUYIBENCIHAINEIMEHOU,BAJUBENWANGZHUOSHANGYILIAO,BIANDAOYOUZHUANTOUCHUQUBANLEYIXIANGHONGNIUJINLAI,RANHOUBAMENYIFANSUOJIUKAIPAILE。NEITIANYIGONGSIZUBIANDAOGUOLAILUNLIUPAI,MEIRENPAIWANSHITIAOJIUZOU,HUANXIAYIZUBIANDAO。8 GEXIAOSHINEI 40 TIAOQUANBUPAIWAN,YIFENZHONGMEICHAOSHI”,YICHENGAOSU36KE。ERJISHISHICHANGGUIPAISHE,8 XIAOSHIPAIERSANSHITIAO、MEIGEYUEPAI 600 TIAOYESHIZHEIGEXINGYEYANYUANDECHANGTAI。
海量生产、速生速死是抖音广告的特性。 在这个渠道里,头部公司每天要投上百条广告,业务高峰期每天能到上千条。
PINPAIDUIGUANGGAODEXUQIULIANGJIDA,YUDOUYINGUANGGAODEJIZHIYOUGUAN:TOUFANGXIAOGUOYUGUANGGAOZHANGHUZHILIANGGUAGOU,ERZHANGHUZHILIANGYOUXUYAOYUANYUANBUDUANDEXINSUCAILAIWEIHU,TONGSHISUCAIYOUPUBIANJUYOUSHUAITUIQI,DADUOSHUGUANGGAOZAITOUFANGLIANGZHOUNEIJIUHUIBEITAOTAI。
LINGYIGEYUANYINSHI,BUTONGRENQUNNENGBEIDADONGDEMAIDIANYEBUYIYANG。YILICAIKEWEILI,YOURENWEILECAIFUSHENGZHI、YOURENWEILEJIATING、YOURENWEILEDIQI,MEIYIXIANGMAIDIANDUIYINGZHEBUTONGDEQINGJIE、CHANGJINGHEYANYUAN,XUYAOGONGYINGSHANGBUTINGDEQUCHANGSHI,ZAISHAIXUANCHUBAOKUAN、ZHONGDIANTOUFANG。
爆炸的数量供应和极强的爆款效应,让抖音风向的变化既迅速又难以捉摸。
YIWEIZAIDOUYINTOUFANGLEJISHIYIDESHICHANGFUZERENWANGYANDUI36KEJIESHI:“DOUYINDESHENGTAITAIFUZALE,WOMENYEXIWANGYOUYIXIEGUDINGDEBAOKUANGONGSHI,DANZHENDEBUSHISHUOYONGMINGXING、YONGWANGHONGLAIPAIJIUYIDINGNENGPAOQILAI,YOUSHIHOUYONGHUGENGYUANYIKANDOUYINYUANSHENGDENEIZHONGFENGGE,NIPAIDETAIZHENGXIANGLEYONGHUKENENGYEBUAIKAN,FENGXIANGYIZHIZAIBIAN。”
在内容争奇斗艳的抖音里,“黄金第一眼”是信息流短视频广告的第一个门槛。 君君告诉36氪:“开头的 3 秒必须一下子钉住用户,通常会把冲突或者矛盾放在这里,摔个杯子,或者是给一台敞篷跑车特写。大家会想几百种开头,因为如果这一眼他走了,这条广告就没用了。”
CONGYEZHELUOYUNJI36KEZONGJIELEYIGECHANGYONGDEJUQINGXIANGGUANGGAODETAOLU:ZHURENGONGYUDAOLEYIGEKAOZIJINANYIJIEJUEDEMAFAN,BEIPENGYOUGAOZHILEYIGEFANGAN(GUANGGAO),SHIYONGFANGANHOUSUIZHIBIANQIANG;RANHOUWENGUANZHONGYAOBUYAOYESHISHIZHEIGEJIEJUEFANGAN。ZUIHOUZAIJIAMAGEYOUHUI,BIRUXIANZAIXIADANLIJIAN99。
每个人的目光,都在盯着“爆款”——只有爆款,才能给代理商带来可观的收入。但总结出套路,和有能力做出爆款,可能还差一百点运气。所以很多时候,大家把做信息流广告,戏称为「搞玄学」。
爆款里的玄学
ZAIZHEIGEXINGYELI,MEIYOUCHUANGZUOZHENENGJINGZHUNYUPANBAOKUAN。
NANYIYUPANDEYIGEZHONGYAOYUANYINSHI:JISHIGUANGGAOZHILIANGFEICHANGZHONGYAO,DANYIZHIGUANGGAOSHIFOUNENGBAO,TONGYANGYILAIYUTOUFANGDESHUIPING,ERDOUYINGUANGGAODETOUFANGJIZHIYOUSHIFENFUZA。
JIANDANLAISHUO,YIZHISHIPINPAIHAOHOU,YOUYOUHUASHI(XINXILIUXINGYEDEYUNYING)ZAIGUANGGAOHOUTAIXUANDINGMUBIAOKEHUDEBIAOQIAN,SHIJIGEWEIDULIBAOKUONIANLING、XINGBIE、XINGQUDENG,TONGSHIQUEDINGPINPAIFANGDECHUJIA(CHUJIADAIBIAOZHEYUANYIWEIHUODEYIGEKEHUHUADUOSHAOQIAN)HOU,TOUFANGCHUQU。GUANGGAOSUCAIHUIXIANZAIBUTONGDEXIAOCHIZILIFANFUCESHI,ZHUANHUAXIAOGUOHAODEJIUZAITUIJIGENGDUOREN。
BUTONGDEZUHETOUFANGXIAOGUOCHAYIHUIYOUDUODANI?YOUYOUHUASHIYUDAOGUO100BEIDECHAJU。“QITAYINSUDOUYIYANG,JIUSHIRENQUNBIAOQIANDIAOLEYIDIANCHAYI,DIYIGETOUCHUQUZHIXIAOHAOLEYIQIANYUANJIUTINGLE,DIERGEPAOLESHIWAN。”
ZHEIZHONGBIANLIANGHEBUKEKONG,JIUSHI「XUANXUE」DELAIYUAN。
ERLINGYIBUFENXUANXUE,ZESHILAIZIYU「KANBUDONG」DEBAOKUAN。
XINXILIUGUANGGAOXINGYELI,SUIRANDUOSHUBAOKUANSHICHANGJINGYANYUANHAO、ZHIZUOJINGLIANG、KEFENXIKUANGJIADESHIPIN,DANRANGRENWANQUANKANBUDONGDEBAOKUANYEJINGCHANGZADAOYANQIAN。
QUNIANGUOQINGQIJIAN,YITIAOTIANQIYUBAOAPPDEBAOKUANGUANGGAO,JICONGYEZHEZUISHENDEYINXIANGSHI“CHOU”。ZHEITIAOGUANGGAOSHIPINPINJIELEDASHU、WUYUN、YUDIDESHIPINHEAPPDETUBIAO,WENANPOSU:“WUFENZHONGHOUJIJIANGXIAYU,QINGZHUYIBIYU。TIANQIYUBAOBUZHUNDESHIDAIYIJINGGUOQU,XIANZAIWEIDAJIATUIJIANYIKUANTIANQIRUANJIAN......”。
DANGSHILIUXINGDEGUANGGAOSUCAI,ZUOSHANGJIAOWEIZHEDANGPINPAIlogoDETIEZHI
单调的素材、老旧的画质、像机器人在读稿的合成配音,都透露着这条爆款的「反常审美」。 “这就是几个天气素材的拼接,甚至团队都不用实拍,去免费的素材网站上下载、然后拼一下加上字幕就成了。”拍了三年多抖音广告的羽涵告诉36氪。
“太丑了,可能这段时间用户喜欢怀旧吧。这种视频到底怎么成了爆款?之前是有一些广告主又想投广告、但又没预算才尝试这种视频。虽然我当时已经知道了这是爆款,但朋友来跟我说这类爆了之后我还是有点惊讶”,顿了顿羽涵又补充了一句,“这种视频我们一天能做 100 条。”
ZHEIZHONGBAOKUANDECHUXIAN,RANGNEIRONGSHENGCHANZHEZONGJIEDEBAOKUANGUILVANRANSHISE,JUQING、BIAOYAN、PEILE、JIEZOU、JINGTOU、JIANJIQUANDOUFANCHANG,SHENZHISHI「QUCHOU」。JISHITAZHANJUDEBILIBINGBUDA,DANMEICIDOUHUIYINFADAJIADEKUNHUO。
YIWEIMEIGEYUEZAIDOUYINTOUFANGSHUYIYUANDEPINPAISHANGGAOSU36KE:“ZAIBAOKUANGUANGGAOLI,YOUYIBUFENSHIQINGJIEHAO、ZHIZUOJINGLIANGDENEIRONG,DANQUESHIJIUSHICUNZAILINGYIBUFENRANGRENKANBUDONG、FENXIBUCHULAI、YEXIANGBUTONGDEBAOKUAN。”
JISHIHENDUOCONGYEZHEBUXIANGCHENGREN「XUANXUE」,DANHAISHIHUIQUYONGHEGONGQIUDABAO、HUOSHIBA“QILIANGFU”SHECHENGPENGYOUQUANDEBEIJING、TIEZAIBANGONGSHIDEZHUOMIANSHANG、ZUOCHENGRICHANGFASONGDEBIAOQINGBAO。
YIZHANGLIUCHUANZAIXINXILIUXINGYELIDE“BAOLIANG”BIAOQINGBAOSHANG,QILIANGMIJISHI“DIAOZHANGHUQIANFENXIANGXISHOU、KANSHUJUQIANXIANKESANGETOU、XIAOGUOBUHAOJIUDAIGEYUNYINGJITIAN。”
BIAOQINGBAOHAITINGLIUZAIDIAOKANCENGMIAN,DANLINGYIXIE“QIUBAOLIANG”DEFANGSHI,JIUXIANDEYOUXIEMIHUAN。
YIWEINVYANYUANGAOSU36KE:“BEIJINGYOUYIJIADAILISHANG,LAOBANJIQUANGONGSIMEIGEYUANGONGFALETONGYIDEZUOYIKAODIAN,KAODIANTUANYINSHUADEJIUSHILIANGGEDAZI——「BAOLIANG」,YUYISHIDAJIA「BEIKAOBAOLIANG」。HAIYOUDEGONGSIGANCUIJIUBAGONGSIMINGQICHENGBAOLIANGXXGONGSI”。ZAITIANYANCHASHANG,YI「BAOLIANGXXYOUXIANGONGSI」LAIMINGMINGDEGUANGGAOGONGSIYOUJIBAIJIA。
正因为爆款机制难以捉摸,所以一条最简单、最有效的致富秘籍是:翻拍爆款。
YOUYUYITIAOBAOKUANGUANGGAOMEIFALIKEFUGAISUOYOUDEMUBIAOYONGHU,SUOYIFAXIANLEBAOKUANZHIHOU,XUNSUFANPAIYITIAOJIUYIRANYOUJIHUIBAO。“YUQIZIJIHANGCHIHANGCHIDEQUSHI,FANPAIQUEDINGXINGGENGGAO,KEYIGENJUYUANLAIDEKUANGJIAZUOGESHENGJI,HUOZHEJIUPAIGEXIANGSIDE,PAIDEYUEKUAIXIAOBAODEGAILVYUEGAO。ERQIEDAILISHANGYEXIHUANFANPAI,JINGCHANGDIUJIGEPIANZISHUONIMENGANKUAIFANPAIYIXIA。”YUHANGAOSU36KE。
WEILEZAIZUIDUANDESHIJIANNEIZHUADAOBAOKUAN,YOUXINXILIUGUANGGAOGONGSIZHUANMENCHENGLILEYINGJIXIAOZU,FUZEZAIBANYEHUOZHEJIAQIXIANGYINGBAOKUAN,RUGUOLINGCHENJIANCEDAOYITIAOBAOKUAN,YINGJIXIAOZUBIANDAOJIUTONGXIAOXIESHENGJIBAOKUANDEJUBEN,TONGSHISHEXIANGYANYUANYETONGBUGONGZUO,ZHEIYANGDAOYOUHUASHIYIZAOJIUKEYIANPAITOUFANG,ZUIKUAIDEZHUAZHUBAOKUANDEHONGLIQI。
当竞争加速再加速
“「HUIYISHI」ZHEITIAOBAOLE。”MAHAOZAIYITIAOYUANCHUANGSHIPINXIAOHAOLEYIBAIDUOWANJINEDEDANGWAN,TAHEQITAQIBAGEZUOXINXILIUDEHAOPENGYOUYUEFANTONGBULEZHEITIAOBAOKUAN。
“ZONGHUIYOUYIDABORENLAIFANPAIDE,YUQIRANGBURENSHIDERENQIANGLE,WEISHABUGANCUIRANGPENGYOUQUPAI?”LIANGGEXIAOSHIDEFANHAIMEICHIWAN,YOUPENGYOUDEGONGSIYIJINGDAHAOCHANGJING、YUEDAOYANYUANZHUNBEIHAOKAISHIFANPAILE。
MAHAOBAODESHIYIGEYIWUXINGJIJIUDIANHUIYISHIWEICHANGJINGDEPIANZI:“ZAIYIGEGUIGELONGZHONGDEDAHUIYISHILI,YIWEIXIZHUANGGELVDEZONGCAISHUO,WOTOU1GEYI!LINGYIWEILAOBANJUSHOUDADUAN,HUANSHENGDAO,WOTOUSANGEYI,MEIJIN”,RANHOUYINCHUBEIJINGXIANGTOUZIDEPINPAISHANG。
DIERTIAN,YIQICHIFANDEMEIGETUANDUIDOUSHANGXIANLEQIBATIAOCHANGJING、ZHUTIXIANGSIDESHIPIN。“PAIDEKUAIDEQUANPAOLIANGLE,DUODENENGZHUANGEYIERSHIWAN,PAIDEMANDEJIUZHUANGEJIWANBA,WOMENZIJIYELIANXUPAILEYIZHOUZHEIGEZHUTIDESHIPIN,YOUSIWUTIAOXIAOBAOLE。”
“我们做这个行业,慢就会报废,慢就产生不了任何价值。” 马浩这样形容。
WEILEZHEITIAOSHIPINDEQUEDINGXING:FANYINGKUAIDETUANDUISHENZHIQUZULETONGYIGECHANGDI、QINGLEMAHAOSHIPINLIDEYUANYANYUANLAIPAI。XIANGFANPAIDERENTAIDUO,DAOZHIZHEIJIAWEIYUSHENGHUICHENGSHIDEWUXINGJIJIUDIAN「HUIYISHI」JIAGEBAOZHANG。
MAHAOPAISHEZHEITIAOSHIPINDESHIHOU,SHIHEJIUDIANPENGYOUDALEGEZHAOHUJIEYONGLEYIXIA,MEIHUAQIAN。ERCHENGWEIBAOKUANHOU,MEITIANDOUYOURENTAIJIAXIANGQUQIANGXIAZHEIJIAN「BAOKUANHUIYISHI」ZAIFUZHIBAOKUAN,JIAGECONG 1000 YITIANZHANGDAOLE 5000 YITIAN。
“看起来租一天豪车、飞机、邮轮、教堂是挺贵的,大几千块到上万块,但对于押中一条爆款广告能带来的收益相比,这点钱根本就不算什么。好的场地对片子的质量有明晃晃的帮助,场地越好、人越贵,片子呈现的效果就越好。” 君君告诉36氪。
“QUNIANZHEIGEXINGYEHAIBUTAIHUIZUZHEIXIEGUIDEDACHANGJING,DANXIANZAIJINRULEXIPAIQI,XIANGBAZHEIGEYEWUFUQILAI,WOMENJIUBIXUBAPEIZHILAMAN,YANYUANHECHANGDIDOUZHAOZUIHAODE,TONGSHIZAIJIANJI、BIANDAO、YUNYINGDENGHENGXIANGGANGWEISHANGQUANDOUQINGZUIZHUANYEDE。”JUNJUNBUCHONGDAO。
2020 年信息流广告行业进入洗牌期。 疫情导致大半影视项目停工、但抖音因此又大涨一波日活和时长、迎来广告的小红利期,无数传媒人前仆后继地进入这个曾经不被大家关注的领域:电视剧、网大、网综、主持、话剧、模特等各类影视行业的各个岗位不断流入到这个新兴行业,导致的直接结果是:做爆款的难度陡升。
“2017NIANDOUYINGANGKAISHISHANGYEHUADESHIHOU,JIBENSHANGSUIBIANSHENMESUCAIJIUNENGPAOLIANG,YINWEINEIRONGSHAO、DOUYINDELIULIANGYOUBIJIAOCHONGYU。DAOLEXIANZAI,ZUOYIBAIGESHIPINNENGCHUYIGEBAOKUANJIUYAOSHAOGAOXIANGLE”。YIWEICONGYE 3 NIANDEYOUHUASHIGAOSU36KE。
DANZHEIBINGBUYIWEIZHEDUANSHIPINYAOXIANGCHUANTONGDIANSHIGUANGGAODE“JINGZHIHUA”FANGXIANGKAOLONG。SUIRANCONGSHEBEI、CHANGJING、PINZHISHANGLAIKAN,XINXILIUGUANGGAOTOUBUNEIRONGDEPINZHIZHENGZAIHEDIANSHIGUANGGAOLAJIN,DANZAINEIRONGFANGXIANGSHANG,LIANGLEIGUANGGAOJIHUSHINANYUANBEIZHE。
和讲求品牌质感的电视广告不同,信息流广告的目的是转化用户,其难度在于:在 1 分钟的视频里,既要情节吸引人、又要解释清楚卖点、最后转化用户。在抖音这种平台里,反转的、猎奇的、荒诞的、搞笑的内容千变万化,每类视频都在争夺用户的注意力,品牌广告的节奏并不合适抖音。
JINGZHENGDAOZHIDE,SHIYIQIEXIANG“TOUBU”JIZHONG。BUJINSHIYINWEITOUBUGONGSIYOUGENGHAODEXINGYERENCAI,GENGYINWEI,YOUGUIMODEXINXILIUGUANGGAOGONGSI,CAINENGMANZUJIAFANGGUANGGAOZHUDEHAILIANGWEIKOU,YIJIYOUZUGOUDEQIANTIQIANDIANFUZIJIN。
大广告客户找代理公司,“视频团队在七八十人以下的基本就不看了。光头部公司垄断了大客户这一个点,就足够小团队难受的了。“罗云对36氪说,“因为做成大爆款的前提就是客户有足够的预算、能给一个转化特别好的视频账户一天充值几十万乃至几百万的资金。”
CIQIANYIJIAZAIHONGLIQIXIJINBAIWANDECAOGENTUANDUI,ZAI 2020 NIANYIJINGLIANXUKUISUNLEJIGEYUEHOULICHANG。YIWEICONGYEZHEJIESHIDAO:“GONGYINGSHANGTAIDUOLE,HENDUOZHIQIANPAISHIPINDETUANDUIHEDAILISHANGTANDE「PIANZIDIJIA+XIAOHAOFENCHENG」DEJIESUANFANGSHIYEBUZUOSHULE。YAOMEPIANZIDIJIAQUXIAOLE,YAOMEXIANGZHENGXINGDEJIGEYIBAILIANGBAI,GENBENcoverBUZHUSHIPINDECHENGBEN,DAJIAJIUZHINENGYINGZHETOUPIPINXIAOHAO。YITIAOPIANZIDETICHENGFENGDINGJIUSHILIANGSANWAN,ZHIGOUCHIKOUFANDE。”
SUIRANKANQILAIGUIZELIHAOTOUBUDAILISHANG,DANZAI“HAILIANGPAISHELIANG”XIA,PAISHECHENGBENSHIDADUOTOUBUDAILIDEXINBING。
ZHENGRUJINRITOUTIAOLIDEZUOHAOGONGSIKEYIZHAOSHANDONGCUNFUGANHUO,CHENGBENZHIDIDIAODASUOYOUTONGXING,ZAIDOUYINSHIDAI,JIANJI、SHEXIANG、JIANZHIYANYUANDEGONGZI,DAOBANGONGSHIDEZUJIN,GONGSIDEZHUYAOKAIZHIFANGDAOERXIANSHENGHUICHENGSHIDOUHUIBIBEIJINGDIYIBAN。YIJIASHANDONGDEXINXILIUGONGSICONGYEZHEWENHUAGAOSU36KE,ERXIANCHENGSHIZHAOPAISHECHANGDI,DANGDIRENDADUODAGEZHAOHUJIUKEYIQUPAILE,DANZAIBEIJINGJIUHENNANSHIXIAN,XUYAOZIJIZAIDAYIGEJING。
DOUYINDEDADAILISHANGDUOPANJUZAIBEISHANGGUANGSHEN,DANDOUZAIKAOLVXIANGERXIANCHENGSHIBAN。“BEIJINGJIUBANDAOHEBEI、SHANXIZHEIXIEZHOUBIANCHENGSHI。HUOZHEBANDAOCHENGDOUXIAN,YINWEIGUDAXUESHENGHENBIANYI,SANSIQIANJIUGAODING。”
ZHIJIENAXIAOHAOSHUOSHI,XIANSHIJIAFANGJIDAILIGONGSITIDETIAOJIAN,RANHOUCHENGWEIDAILISHANGJIYUANGONGDEZUIZHONGYAOKAOHEBIAOZHUN。“YOULIANGNIJIUNATICHENG,MEILIANGJIUSHISIGONGZI”,ZHEISHIWENHEBANBENDESHUOFA。GENGJILIEDEZUOFASHI:BUPAOLIANGJIUZOUREN。
YIWEIJINNIANCHENGLIDUANSHIPINXINXILIUDEYEWUFUZERENJIANGUO 8 YUEXINZHAOLESANGEBIANDAO,DANBUDAOLIANGGEYUE,SANWEIBIANDAOJIUZHONGHUILERENCAISHICHANG。“MIANSHIDESHIHOUSANGERENDOUJIANGDETINGHAO,DANYIDAOLESHICAONIJIUFAXIANBUSHINEIGEYANGZI,TAMENDUIZHEIGEXINGYEHEKEHUDELEJIEBUGOUSHENRU,ZUODEDONGXIYEBUQILIANG,NEIZHINENGZHIJIETAOTAI。”
“XIANZAIWOMENZAIZUOXINYILUNZHAOREN,RUGUODUIFANGSHICONGCHUANTONGGUANGGAOXINGYEGUOLAIDE,NEIWOJIUHUIDAGEWENHAO,ZHEIGEXINGYEYITIANYAOCHU 10 TIAOPIANZI,MEIGEWEIZHIDOUYAOKUAISUXIANGYING,YOUSHIHOUHUIAODAYE,NIDEJIEZOUGENDESHANGWOMA?ZHEIKANQILAIYOUDIANCANREN,DANBUCANRENDEHUA,WOMENGONGSIJIUSILE。”
YALIBUZHIZAIDUANSHIPINGUANGGAOREN,DUIYUMEITIANYAOTOUCHENGBAISHANGQIANTIAOSHIPINGUANGGAOSUCAI、YITIANKENENGSACHUJIBAISHANGQIANWANGUANGGAOFEIDEJIAFANGLAISHUO,FENGKUANGTOURUDEBEIHOUWANGWANGSHIZHENGDUOSHICHANGFENEDEGUANJIANZHANDOU。DANDAIJIAKENENGSHIKUISUN:YIGUOQUYIJIANJIZHANZUIHANDEZAIXIANJIAOYUXINGYEWEILI,JUHAOWEILAI、GENSHEIXUEDECAIBAO,TAMENDOUYINWEIGAOQIDEGUANGGAOTOUFANGFEIYONG,ZAI2020NIANYOUYINGZHUANKUI。
DOUYINHUOXUSHIZUIDADEYINGJIA。JULIANGGEYUEQIANLIUCHUANDEYIFENZIJIETIAODONGSHUJUWENJIANXIANSHI,2020NIANDOUYINDEGUANGGAOSHOURUGUIMOYUEZAI 1000 YIYUAN。ZUIXINYIZEXINWENSHI,LIANZI2018NIANQIZHONGZHIDOUYINSHANGWUHEZUODETENGXUN,BENZHOUYEZAIDOUYINTOULEYOUXIGUANGGAO。
ZHEIGESHENGTAICENGJIYIDUSHIMEIHAODE:DUANSHIPINGUANGGAOREN“TIANTIANJIANQIAN”,JIAFANGSHOUHUOLEHAILIANGYONGHU,DOUYINHEZIJIETIAODONGGONGSIRUHELETIANLIANGGUANGGAOFEI。NEISHIHOU,MEIYIFANGKANQILAIDOUYOUYIGEMEIHAODEQIANCHENG。
(YINGSHOUFANGZHEYAOQIU,YUHAN、WENHUA、MAHAO、LUOYUN、WANGYAN、JIANGUOWEIHUAMING。)
XIANGGUAN:
拜登上任首日,发起全民“100天戴口罩挑战”美国现任总统拜登20日上任首日发布行政令,要求美国民众佩戴口罩,并发起了“100天戴口罩挑战”,以应对国内愈加严重的疫情形势。据《纽约时报》20日报道,拜登首先签署了要求美国民众戴口罩的行政令。该行政令规定民众在联邦建筑、所有联邦领土上活动时必须戴口罩并保持社交距离。此外,他还发起了“100天戴口罩挑战”,要求所有美国民众在未来100天佩戴口罩,并敦促各州和当地政府严格贯彻落实该规定。报道称,拜登还设立了一名白宫新冠疫情应对协调员兼总统顾问,负责监督白宫分发疫苗和提供医疗用品。拜登在签署行政令当天说道,“时间不等人,必须立刻采取行动”,并..
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